Summary translation

In 2006 the Austrian organic retailers increased its turnover by 8 %. The success of organic trademarks of the LEH (64% of organic food products are sold in LEH; including Hofer and Lidl) and the boom of organic supermarkets are perceived as threatening by specialised organic retailers. The representative body of specialised organic retailers, integrated in BIO AUSTRIA (Austrian organic association), predicts a continuous trend towards “organic“. To find out whether specialised retailers will be able to withstand the increasing competitive pressure and what kind of supportive measures should be set qualitative interviews with 13 protagonists of the organic trade sector (small, traditional organic retailers, medium-sized organic retailers, managers of organic retailers and one organic wholesaler) were carried out. Analysis was done based on Potter's competitive strategy and the SWOT-analysis. The results can be summarised as follows: Small and medium-sized organic retailers perceive conventional supermarkets and organic supermarkets as competitors. The opening of new specialised small organic retailers is seen as positive in the sector. Problems are reported with the reliability of supply. Publicity with professional marketing tools is carried out only by organic supermarkets. If organic retailers concentrate on their strength (specialisation, freshness, competent counseling), minimise their weaknesses and pay attention to emerging trends prospects for the sector's future development are positive.